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Main Subject - B2 - It's Not About You
The object of every marketing communication is to prompt action. The action can be to remember a name, a price or a point of view. The act
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ion can be to call or click or clip. But if there’s no action, you’re dead.
The only way to do this is to focus entirely on who needs to
The only way to do this is to focus entirely on who needs to
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
act and what will motivate them. Everything else is a waste of time and money.
Yet the vast majority of messages are egocentric. They are
Yet the vast majority of messages are egocentric. They are
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
all about the company, the products and the features. They are usually filled with either chest-beating or me-too claims that satisfy sel
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
lers’ needs and expectations and turn off buyers. The result – huge investments in ads, direct mail, e-mail and online campaigns that mak
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e marketers happy but never pay off or pay out.
Unless you’ve been under a rock for the last 5 years, you know that power and control in
Unless you’ve been under a rock for the last 5 years, you know that power and control in
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
the world of media and messaging has changed. Buyers control the time, place, device and messages they want to see or hear. They control w
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
hat gets in and what gets filtered out. And they are a ruthless bunch.
To increase the likelihood that your message will get some attenti
To increase the likelihood that your message will get some attenti
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
on, consider these basic creative rules
Make everything about the target audience. Understand who they are and what they care about. Pres
Make everything about the target audience. Understand who they are and what they care about. Pres
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ent the benefits to them early and in language they understand and respond to. Tell them what they win by doing business with you.
Keep i
Keep i
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
t short. Attention spans are short. Everyone is multi-tasking. You’ve got 15-20 seconds to get attention. Don’t squander it. Say the most
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
important benefit first. Then say it again in a punchy way.
Focus exclusively on the intended action. You’ve got 15 seconds to get someon
Focus exclusively on the intended action. You’ve got 15 seconds to get someon
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
e to do something. Everything you do has to drive to that action. Anything that doesn’t encourage taking that action has to go. If they do
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
n’t take the action, you’re out of the game so you must be a merciless editor. Eliminate anything that could distract a reader, viewer or
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
listener from the intended goal.
Make it easy to take the action. Make the button, the coupon or the link big, easy to see in a bold colo
Make it easy to take the action. Make the button, the coupon or the link big, easy to see in a bold colo
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
r. Separate it with white space. Put it high up on the page. Drive the eye to the goal line. Limit the choices to do anything other than t
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ake the required action. Customers expect easy, fast, intuitive choices. Give them what they want. Show them what you want them to do.
Be
Be
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
Real. Familiar, savvy, realistic language beats corporate-speak. Colorful language beats plain vanilla. Customers aren’t navel-gazing the
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
way marketers and managers are. They aren’t worried about every implication, nuance and liability. They are barely there and barely payin
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
g attention. So you have to grab them quickly and convey your meaning plainly in terms they immediately can understand, process and act on
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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